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Direct Mail
While it may not be the mainstay of direct marketing programs that it once was, primarily because of its relatively high cost, direct mail is still a very effective channel for marketers to reach customers and prospects as part of an integrated cross-channel marketing program. Many organizations make the mistake of segregating their communication channels, and, by doing so, they lose the ability to orchestrate a dialogue across channels:
- Not all customers respond to communications in the same way. Some are much more likely to respond to email while others will only reply to direct mail.
- In certain industries such as charities, direct mail remains the primary method for new donor acquisition. Email is used primarily to solicit renewals from existing donors, and, in the absence of a response, an email is often followed by another piece of direct mail.
- Channels can complement one another. Direct mail is a great way to drive people to your website to collect their email addresses. Email might be the medium by which a customer is prompted to go to the website to request an expensive direct mail pack. A subsequent SMS message might remind them to respond to the offer deadline stipulated within the direct mail pack.
- Depending on regulations specific to your industry, certain types of communications can only be sent via direct mail.
Click 3G allows you to orchestrate your direct mail by leveraging other channels. You can share targeting rules, personalization logic, creative content, and even landing pages that use high-capacity color barcodes.
Moreover, ClickSquared, leveraging its legacy as a direct mail service provider, can directly print and mail your communications, or, if you prefer, send personalized, full color output — or simple mail files — to your exisiting print provider.
